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mall and extra-small CPG manufacturers’ and retailers’ own brands gained U.S. market share over larger players during 2020

IRI sees channel and category shifts

IRI sees channel and category shifts

CHICAGO — New research from IRI found that small and extra-small CPG manufacturers’ and retailers’ own brands gained U.S. market share over larger players during 2020. Of the CPG industry’s $933 billion of total U.S. sales in measured channels in 2020, large manufacturers collectively lost 1.3 share points, or $12.1 billion in sales, to smaller players